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6 steps to b2b marketing success on LinkedI

6 steps to b2b marketing success on LinkedIn.

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6 steps to b2b marketing success on LinkedI

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  1. Steps to B2B Marketing Success on LinkedIn Live Webcast Wednesday, May 18, 2016 2:00pm BST | 3:00pm CET #6StepsLoL

  2. #6StepsLoL Today’s Agenda 1. Introduction to LinkedIn Marketing Solutions 2. 6 Steps to B2B Marketing Success on LinkedIn 3. Q&A

  3. Have Questions? Use the Q&A button at the bottom of your screen and we will answer them after the presentation A recording of this webcast will be sent to you after the event #6StepsLoL

  4. Who we are? Jenny Anne Corkery New Business Manager, Dublin Gearóíd Buckley Online Marketing Manager, Dublin #6StepsLoL

  5. Setting the scene! Project Champagne #6StepsLoL #6StepsLoL

  6. Why LinkedIn works for us! of all Q1 inquiries sourced from LinkedIn of all Q1 MQLs sourced from LinkedIn #6StepsLoL

  7. Consistent throughout QTR – key to our Always-on strategy #6StepsLoL

  8. For the first time in the history of media you can engage with the world’s professionals in one place #6StepsLoL

  9. Achieve your goals from awareness to engagement to new business The most effective platform for marketers to engage professionals #6StepsLoL

  10. Our digital lives converge on very few big destinations #6StepsLoL

  11. The largest global community of professionals 61M senior-level influencers 40M decision makers 433M professionals are on LinkedIn 22M Mass Affluent 10M opinion leaders 6M C-level execs 4M IT decision makers #6StepsLoL

  12. Professionals engage with purpose – and with content 9 billion content impressions / week 15X content vs job postings in the feed 57% mobile #6StepsLoL

  13. The world’s professionals come to LinkedIn for knowledge Industry News Expert Advice Professional Learning Peer Recommendations 500+ Influencers Peer Insights #6StepsLoL

  14. Market to Who Matters: Engage Them with Content Organic: Build your brand and content Paid: Reach a targeted, and broader audience In the LinkedIn Feed On your Company Page In the LinkedIn Inbox Showcase Pages Early in the purchase process Through long-form posts Through other native ad formats On Slideshare #6StepsLoL

  15. Sponsored Content Title Text Engage your prospects with relevant content in the world’s only professional feed Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences wherever they spend their time. Body Level One Body Level Two Body Level Three Body Level Four Body Level Five #6StepsLoL 15 15

  16. LinkedIn Sponsored InMail Title Text Send timely, convenient, and relevant private messages to the people that matter most to your business Body Level One Body Level Two Body Level Three Body Level Four Body Level Five #6StepsLoL 16

  17. LinkedIn Display Ads Title Text Build your brand with the right audiences in a premium context Get on the radar early to build your brand and increase awareness Target LinkedIn members with accuracy to drive brand objectives Engage your audience in a high- quality professional context Deploy IAB standard display ad unit formats Body Level One Body Level Two Body Level Three Body Level Four Body Level Five #6StepsLoL 17

  18. #6StepsLoL

  19. STEP 1 CHOOSE OBJECTIVE #6StepsLoL

  20. Why do we use LinkedIn? Account Based Marketing Lead Online and Offline Events Awareness Generation #6StepsLoL

  21. Promoting this event: SC: 605 Registrations InMail:192 Registrations Display: 30 Registrations #6StepsLoL

  22. STEP 2 CHOOSE YOUR TARGETING #6StepsLoL

  23. Market to Who Matters: Get to the Right Professional Audiences Interest-based targeting Group Membership, Skills, Field of Study Rich demographic data Job Function, Seniority, Company Name, Geo, Industry Your own audience data Target Account Lists Persona targeting Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers #6StepsLoL

  24. The professional mindset is markedly different Recruiting Patrick Kane Ivanka Trump Ali Landry 7-foot-tall Football Player Robert Griffin III Kim Zolciak Employee engagement Social media Self-esteem European Union Marketing Automation Integrated marketing Lead generation Cloud computing Email marketing #HTGAWM #NewNFLTeams Redskins The Pope #GreysAnatomy #HeroesReborn #6StepsLoL Trending topics by social media platform

  25. We live in a data driven age – let data drive creativity #6StepsLoL

  26. We live in a data driven age – let data drive creativity How we use data to get creative with targeting #6StepsLoL

  27. and yes, of course we tested lots of variations! #6StepsLoL

  28. How we deliver relevancy to our target audience Our Segmented Audience Total addressable audience (Any member in the marketing, media or communication job function) ● Skills targeting ● Company targeting ● Industry targeting ● Geo targeting ● Title targeting ● Company size targeting #6StepsLoL

  29. Example of how we target at TOFU marketing, media and communication Company Size Job Function 50+ employees Seniority Geo Language Manager + Europe English UK or US Q1 2016 saw over 2k inquiries from this type of campaign #6StepsLoL

  30. Relevancy is key: Using title and skills targeting to differentiate between brand and demand generation marketer Job Title = Job Title = Demand Generation Manager, Digital Marketing, Acquisition Marketing, SEO Marketing, Search Engine Marketing, Marketing Automation Manager, etc Brand Manager, Brand Marketing Manager, Global Marketing Manager, Director Brand Marketing, etc #6StepsLoL

  31. Test with targeting #6StepsLoL

  32. Leverage targeting for deeper personalisation in the feed #6StepsLoL

  33. Content strategy must be aligned to targeting Example: Using seniority targeting to speak to topics, trends, and pain points specific to their roles. Seniority Seniority entry, manager, senior Director, VP, CXO, Owner, Partner #6StepsLoL

  34. We’ve seen huge success from local language campaigns Launched on Email and InMail on the same day. Introducing: SENT OPENS CTR Email 9,845 28.99% 4.49% InMail 106,780 71.02% 8.69% #6StepsLoL

  35. Campaign ran across all LinkedIn Channels for a full QTR #6StepsLoL

  36. 90% of leads came from LinkedIn for this Always-on campaign InMail 21 9 144 87 39 Sponsored Content 258 Display Ads Email Nutures 267 Referral Campaigns Email No Tracking 2139 Organic #6StepsLoL

  37. Targeting Top Tips 1 Find the balance between scale and relevancy 2 Align campaign goals to channel and targeting strategy 3 Don’t be afraid to experiment and test 4 Leverage LinkedIn for localisation campaigns 5 Content and Targeting strategies must be aligned #6StepsLoL

  38. STEP 3 CHOOSE YOUR CONTENT/CREATIVE (Top Tips) #6StepsLoL

  39. Effective content doesn’t require massive investment Title Text • Body Level One • Body Level Two • Body Level Three • Body Level Four • Body Level Five #6StepsLoL

  40. Visual is the new headline • Test, test and test • Vary creative • Be mindful of the landing page/content • Play to your audience’s interest CTR: .237% CTR: .376% #6StepsLoL #6StepsLoL

  41. #6StepsLoL #6StepsLoL

  42. Keep it Short & Sweet • Minimal text performs better • It is best practice to remove unnecessary words for more concise and clearer writing • Words like ‘you’ and ‘your’ resonate with audiences Remove unnecessary words CTR: 0.768% CTR: 1.067% CTR: 0.622% #6StepsLoL #6StepsLoL

  43. Snackable stats work People are more likely to engage with and share content that makes them appear more knowledgeable You have less than a second to grab attention – use interesting stats and quotes to make people pause…… and click #6StepsLoL #6StepsLoL

  44. Variety is the spice of life We aim to create at least 4 versions of each Sponsored Content and Display Ad And always A/B test InMail #6StepsLoL #6StepsLoL

  45. You know nothing Jon Snow! #6StepsLoL #6StepsLoL

  46. Sponsored Content Top Tips 1 Title Text Visual is the new headline • Body Level One 2 Keep it short & sweet • Body Level Two 3 Snackable stats work! • Body Level Three • Body Level Four 4 Variety is the spice of life • Body Level Five 5 You know nothing Jon Snow #6StepsLoL

  47. Display Ads Top Tips 1 Pictures of people perform best 2 Have a clear description of the content 3 Include the word “now” in your CTA 4 Colour works! Use it 5 You know nothing Jon Snow #6StepsLoL

  48. Sponsored InMail Top Tips 1 Have a clear subject line 2 Use best performing Display Ad (from testing) 3 Ensure copy is short and to the point 4 Sending from a person improves OR and CTR 5 5 You know nothing Jon Snow #6StepsLoL

  49. STEP 4 TEST & OPTIMISE #6StepsLoL

  50. Always be testing! Start with big elements Optimise to small #6StepsLoL

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